Selling Eating: Restaurant Marketing Beyond the Word Delicious Charlie Hopper Author

Should your restaurant exist? This book dares to ask that and many other fundamental questions about getting customers to care about your brand.Hopper draws on twenty years of restaurant communication experience to offer recommendations on everything from brand positioning to advice on communicating motivating, compelling, sales-building deliciousness without merely repeating the word delicious a bunch of times. Do you know The Seven Very Specific People Your Restaurant Needs to Reach? Do you know the Three Things Every Menu Should Do, or the Fifteen Forbidden Food Words to Never Use when marketing restaurants? Selling Eating has the answers to those questions and many more, and contains tips for avoiding the cliché terminology common to ads in the restaurant category. Branding. Advertising. Food photography. Content marketing. Social media. Kid’s programs, packaging opportunities, TV ads, point-of-purchase materials, dealing with online reviews: it’s all here, along with answers to bigger questions of positioning and brand personality. With a forward by Russ Klein, former Global President and CMO of Burger King, Selling Eating contains a variety of perspectives. You’ll hear from experts ranging from celebrated food photographer Michael Somoroff to renowned researcher Bob Drane. Throughout, Hoppers holds up campaigns from Domino’s, Jack in the Box, Outback, Panera, Burger King, Applebee’s, Wendy’s, Ruby Tuesday’s, Taco Bell, Texas Roadhouse, Subway and many more-and points out strengths and weaknesses, drawing lessons and offering insights all along the way.